Some people think it's awesome to make sockpuppets to write fake reviews on your own book and to write bad reviews on your competitors' books. So, people do that outside of fandom. Professional people! And get publicly called out for it.
Sometimes, in fandom, people do that and don't get publicly called out for it. But the word does get passed quietly that, yeah, you can fake your identity on the internet. Sure, people kind of expect that. But it's still a pretty shitty thing to lie to all your so-called friends.
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